Scoring in-language creative isn't about checking whether words were translated correctly. It's about whether the creative actually resonates with the specific Hispanic audience segment you're trying to reach — and that depends on where they sit on the acculturation spectrum.
Wrench.ai scores Spanish-language and bilingual creative against acculturation-level meta-measures, meaning a Spanish-dominant first-generation Latina and a third-generation bilingual consumer are treated as different audiences with different cultural triggers. The score reflects cultural resonance — does the imagery, tone, and framing feel native to the audience? — not just linguistic accuracy.
The Hispanic audience model was co-built with Refuel Agency using proprietary primary research from the Hispanic Explorer Study. That research maps behavioral and cultural signals that indicate how closely someone identifies with first-generation Hispanic culture versus broader American consumer norms.
When creative is scored, the model evaluates it against these acculturation-level profiles — not a single monolithic "Hispanic" segment. A piece of creative that lands perfectly with a highly acculturated bilingual audience might completely miss a Spanish-dominant first-generation consumer. The scoring surface catches that.
Every piece of in-language creative is evaluated across the same four dimensions as any creative in the platform — brand fit, audience fit, creative novelty, and contextual appropriateness — but with the cultural layer applied:
Confidence on Hispanic audience profiles is high specifically because the model was built from proprietary primary research — not purchased panel data or generic census overlays. The depth of the acculturation modeling is what makes this meaningfully different from any demographic-filter approach.
That said, for creative-heavy use cases (especially video), it may be appropriate to run scoring through the dedicated Hispanic workspace, where the accumulated bank of scored creative provides a richer comparison set.
Upload your in-language creative through the platform agents. The best results come after you've scored several similar pieces of content that align with the same audience segment — this gives the model a richer baseline to compare against.